From Thursday 29 October, OpenAI will rewrite ChatGPT ads by default: new headlines, new descriptions, translations and a different landing page, with no preview of each version. If your brand runs ChatGPT ads, the opt-out sits in Ads Manager and takes a minute. Also: what 1,000 shoppers say about AI ads, and two models leaving their APIs this week.
ChatGPT Ads: rewrites on by default, no preview
OpenAI’s help page on “creative enhancements” (updated 21 October) says the system can write new headlines and descriptions, translate ad text, resize images and send clicks to a different page on your site, using your ad, your landing page and the conversation. “You do not need to review or approve each enhanced version,” and there is no preview of every variation. From Thursday 29 October it is switched on for new and existing campaigns; existing opt-outs are kept, and a campaign setting beats the account default (OpenAI Help Center, updated 21 Oct). The advertiser email Search Engine Roundtable published on 20 October said Friday 30 October (Search Engine Roundtable, 20 Oct). Plan for the earlier date.
My read: I am not against variants. On one launch we cut ten opening hooks from the same film, and the data picked a winner that beat my own favourite. But every one of those ten was approved before it ran. I have also localised one hero film into several language versions for a regional rollout; each went past someone who reads that language. An ad rewritten in a language nobody on your team checked is not a variant. It is a new ad, and it carries your logo. For a food brand, one invented promise in a headline is a legal problem, not a CTR problem.
Cint: 74% want AI ads disclosed; AI-made people are the least liked
Cint and Advertising Week surveyed about 1,000 U.S. consumers in August and published the results on 20 October (Cint release, 20 Oct). 74% say brands have a duty to disclose AI use in ads. 44% say finding undisclosed AI advertising would lower their trust in the brand. 46% dislike AI-generated people in ads, the most disliked element tested. Realistic natural scenery was the most liked, at 40%.
My read: This matches how I already split the frame. In the Popel knitted ad the people, the pool and the clouds are all yarn. The one thing that is not yarn is the pack: a printed Popel pack in every shot. Nobody mistakes a knitted friend for a real person, and nobody doubts the product. Note what the survey did not test: stylised characters like those. That is the gap I would test on your audience before the next brief. And if “AI-made” is on the label anyway, say it in the caption before someone else says it in the comments.
This week: Veo 3.1 previews and gpt-image-1 leave the API
Google’s deprecation table, updated 20 October, still lists 22 October as the earliest shutdown for the Veo 3.1 previews and gemini-omni-flash-preview, replaced by gemini-omni-1.1-flash (Gemini API deprecations, updated 20 Oct). OpenAI still lists gpt-image-1 for 23 October, replaced by gpt-image-2.5-sunburst or gpt-image-2.5-flare (OpenAI deprecations, checked 21 Oct).
My read: I wrote the full migration check on 13 October. If it is still on someone’s list, today is the last working day to re-render two approved shots on the replacement while the old model is there to compare against.
What I’d do today
Open ChatGPT Ads Manager and decide campaign by campaign: performance campaigns with simple offers can keep enhancements on; anything with claims, prices or a second language goes off until you have seen the rewritten versions. Then put a one-line AI note in your caption template. If you want a pipeline where every version is approved before it runs, this is how I work.
Sources
- OpenAI — Creative enhancements for ChatGPT Ads (rewritten headlines/descriptions, translation, image resizing, destination-URL optimisation; no per-version review or preview; on by default from Thu 29 Oct 2026; opt-outs preserved), help article updated 21 Oct 2026 — help.openai.com
- Search Engine Roundtable — OpenAI Auto Enabling Creative Enhancements In ChatGPT Ads (advertiser email: from Fri 30 Oct 2026), 20 Oct 2026 — seroundtable.com
- Cint — Cint Report Finds 74% of U.S. Consumers Believe Brands Should Disclose AI Use in Advertising (~1,000 U.S. consumers, Aug 2026, with Advertising Week), press release, 20 Oct 2026 — globenewswire.com
- Google — Gemini API deprecations: Veo 3.1 previews and gemini-omni-flash-preview, earliest shutdown 22 Oct 2026 (page updated 20 Oct 2026) — ai.google.dev
- OpenAI — API deprecations: gpt-image-1 shutdown 23 Oct 2026 (checked 21 Oct 2026) — developers.openai.com